After years of circulating as an industry trend, wellness has elevated to a solidified position as a mainstay staple in the beauty marketplace—and we’re all about it. These five brands have us inspired and excited about the possibilities of where this industry is headed, and we can’t wait to see you there.

Current StateWhen it comes to skincare, today’s consumer expects a lot—and Current State delivers. With a focus on individually-targeted formulas based in science and crafted with transparency and accountability in mind, they deliver wellness across the spectrum. With messaging that compares taking care of your skin to eating a well-balanced diet, Current State has positioned themselves as more than just skincare, but an everyday ritual that contributes to living life in holistic balance, and their Clean Pledge promises efficacious results in a new frontier of harm-free ingredients. Needless to say, we’re impressed with it all.

SwehlWe’ve noticed an influx of brands targeting once-taboo topics, like sexual wellness and gut health, but we haven’t seen anyone tackle the world of breastfeeding yet—until Swehl came along. With all the hallmarks of an on-trend powerhouse brand (think: fun fonts, a bold color palette, and statement-making copy), and a truly unique product variety, Swehl is adding a world of inviting color to a seriously big white space in the market, perfectly suited to the next generation of moms. We’re in.

SourseThink the only way to get all your vitamins and micro-nutrients in is gummies or capsules? Think again. Sourse, a new daily wellness brand backed by actress Sarah Hyland, is packing intentional wellness formulas into delicious chocolate bites that make taking care of yourself more enjoyable than ever. With the tagline “More than a vitamin, better than a treat,” Sourse showcases their mission to support a wellness journey in a way that’s actually enjoyable, with a format that’s new and exciting. We can’t wait to try!

ParableAnother breaking new sub-genre of wellness is brain health—and Parable is at the forefront. With their daily supplement, aptly named Daily, Parable offers neuro-fortified brain care developed by neuroscientists to support cognitive, mental, and neural health for enhanced long-term brain function, and even comes with a sleek branded blender to help users craft the powder into a daily latte that packs plenty of benefits. We love they way they combine cutting-edge, science-backed formulation with fun and exciting branding that feels approachable yet aspirational.

Caliray is a California-inspired beauty brand that’s been coming up in the market for a while now, but recently expanded their product line to include their Get Lit Skin & Mood Boosting Supplement, in collaboration with highly regarded supplement brand, Thorne. Described to be like “drinking a ring light,” this unique formula is packed with vitamin D3, biotin, nicotinamide riboside and green tea to create a glowing skin barrier and provide protection from blue light damage. This foray into ingestibles proves that customers are considering beauty and wellness from the inside out—and already established brands can easily rise to the challenge.

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